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Amazon.com this weekend released a new television ad promoting its upcoming Kindle Fire by tying the $199 tablet to its e-commerce heritage.

The move comes on the eve of an event where Barnes & Noble is expected to announce a Nook Tablet computer for $249, while dropping the price of its existing Nook Color to $199 and enhancing that device with Hulu Plus and streaming music services.

Barnes & Noble’s expected moves highlight the fact that Amazon isn’t just competing with Apple’s iPad as it tries to break into the tablet market. In many ways, B&N is more of a direct rival.

Kindle Fire ships Nov. 15. Amazon CEO Jeff Bezos said recently that the company was “increasing capacity and building millions more than we’d already planned” based on strong pre-orders for the Kindle Fire.

Previously on GeekWire: Kindle Fire, Kindle Touch and a new era for Amazon.com

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